Instagram loves improving its platform and it seems to be determined to “borrow” the best features from all the popular platforms.
Although it usually tends to be “inspired” from Snapchat, this time it copied a useful feature from Facebook, the ability to save posts for further reference.
As Instagram users keep increasing, our feeds get more crowded, which means that it’s easy to lose a post you might life (if you don’t take a screenshot of it).
Thus, it decided to add a save button to help you collect all your favourite posts in one place.
From now on, when you see a piece of content you like, you can just tap on the bookmark icon right underneath the post and access it in a new private tab that nobody else can access.
It might seem like a small addition, but in fact, it’s an interesting one for brands.
How saved posts affect brands
Instagram announced that it now has more than 600 million monthly active users, adding more than 100 million users the last 6 months.
This means that there is a growing opportunity for brands to take advantage of the increased audience and come up with new ways to grab their attention.
The increased audience, along with the increased number of brands joining the platform, raises the competition on the users’ feed, which makes it even more important to create relevant and appealing visual content.
However, even if the content is extremely appealing and targeted for the right audience, it may still be forgotten. That’s what saved posts may improve, and it’s up to the brands now to be creative with this feature.
How about encouraging people to use it? What if the promotion of a product was successful enough to make users save it for future reference? This may increase a post’s life and thus raise the chances of having a message reach its audience.
According to Instagram, 25% of Instagrammers use Direct to save something for later. This option may be replaced by the Save feature and encourage even more users to collect their favourite posts in one place.
It’s all about creating a memorable post or ad from now on to ensure that it’s appealing enough to grab the audience’s attention.
Brands now have a new chance to reach their audience, so it may be a good idea to be more creative than ever in 2017.